Don’t start with why, start with where.

Information moves quickly. People are there in one moment and gone in the next. What worked yesterday may not work today.

In an environment that is always changing, your “why” may miss the mark or lead you down a path you don’t want to take.

Starting with “where” can especially help you determine your starting point, which is critical for helping people understand the desired destination and outcome from the beginning.

Making sense of what’s going on around you—the behaviors and cultures that define your organization, and the processes and systems that support it—can help you develop a more defined objective or “why”.

This brings into focus the intent and purpose behind each action you take to build your business.

When you are aware of the factors that define your current environment, it will be easier to build support and momentum for your “why”. This will help you develop a tailored approach, your “how” and “what”, for your work.